You've got a great product that all businesses should need, want, and have...so you call and tell them that. Good idea? No!

Cold calling random companies to tell them they need your product is not the most productive way to spend your valuable time. Take the more targeted approach suggested by sales trainer Sam Manfer, and people will appreciate your call.

Who needs what you have?

Don't say everyone. This attitude makes cold calling overwhelming, and you'll get lots of rejections. You must establish a list of criteria, and here's where your boss and other successful salespeople can help you.

Ask them, "What are the characteristics of our/your 3 best customers?" Get them to think deeply about the specifics - the people, the environment, the circumstances of each customer. List these characteristics and notice similarities among these customers.

Then, asked them, "What are the characteristics of 3 prospects that never buy?" Again, try to get them to be specific and add these to your list.

These characteristics will give you an idea of the type of prospects that really need what you have and those that don't. Caution: Don't get sucked into, "should need what you have to offer". Although many "should need" it, you will be successful when you find those that want it.

Since 1995 Sam Manfer has been speaking, consulting, writing and leading seminars in sales and personal development. As a keynote speaker and seminar leader Sam has addressed thousands of new and experienced salespeople and managers all over the world in all types of businesses and industries. Learn more at www.SamManfer.com.

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